Let’s play with the thought that your company is in the business segment and that you have an over-representation of men in your target group. Your challenge is that your product aims towards both men and women – and therefore you want to find new ways to reach women, let’s say in the age 25-40 years.

Did this description sound familiar? Of course, depending on your company’s prerequisites the criteria in my example above might differ. But if your goal is to reach new target audiences with your communication and marketing activities – you’re definitely not alone. According to HubSpot, this is actually on the top three list of the most coveted goals for companies using influencer marketing. So, if you’re struggling with how to reach and make an impact on women in the age 25-40 years, influencers might be a great opportunity for you!

In this blog post, we’ll go through online behaviours for women 25-40 years, how to reach and make an impact on them as well as how to avoid the most common mistakes.

How to reach an audience that primary acts online

What characterises an audience that spends a lot of time online is primarily their behaviour. They watch YouTube videos to compare durable products such as vacuum cleaners and they plan their next travel destination and activities with insights from Instagram rather than from a travel magazine. This may not come as surprise, though! The time spent on social media has seen a major increase over the last years, and even more as a result of the corona outbreak. A new survey by HubSpot on 46 markets worldwide shows that 97% of digital consumers have used social media in the past month. To reach this digital and ad-weary target audience with traditional media is often difficult – but through influencer marketing, you will have the chance to increase brand awareness; even with a target audience that primarily acts online.

Why you should consider influencer marketing to reach a new target audience

Consumers today are tired of being exposed to marketing that isn’t relevant. Instead, they expect marketing that adds value and that’s relevant for them as an individual – preferably from people they trust. A great example of this is that 84% of millennials (born ~1980’s and 1990’s) say that the chances are high they plan their own vacation based on someone else’s social media posts. Have a look at the influencer posts below – it looks like they’re taken straight from a travel magazine, with the difference that you can follow their journey live and get the person’s recommendations on where to stay, eat, and where to catch the nicest view of the sunset.